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Hi James

Despite the limitations (online only as you point out; I presume it is Atlas only online as well?; where word of mouth face to face or through online chat fits in), I do think it is a step in the right direction. Return path data has such huge potential, and if Microsoft can get this working they will be in a great position when broadband cables are plugged into the back of every TV...

James Cherkoff

Hey Simon, yes it is *only* online but Microsoft's online world is a pretty big one, especially if they snaffle up YHOO. And as you rightly point out the online-offline distinction could quickly becoming a bit meaningless.

Very interesting point about Return Path Data...could you say a little more on this?

roger - online pr agency fella

interesting stuff. have you heard of a company call marketo? check them out if not... doing some really great things with 'demand automation' and web audience mapping. specifically for b2b... (i have no relationship with them BTW - although i'm just about to start using their stuff for a few clients). anyways - 'mapping' is clearly a more valuable view and measure of behaviour than a click snapshot... i can only guess these tools will take an age to be adopted properly though. it takes a certain marketer to sit down with them and use them properly don't you think? whereas Adwords etc is so easy to do....

James Cherkoff

Thanks Roger, yes normally these things do take time. However, MS is putting its considerable clout behind the concept. Clearly, it will take a lot to loosen Google's iron-like grip on the market. However, Engagement Mapping does at least offer a viable alternative to brands. And MS can afford to stay in the game for as long as its Windows revenues hold up. A good while yet you have to think. And now a certain Mr Yang has gone...

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